고속도로 야립광고가 수용자에게 미치는 효과 연구

초록

This study aims to prove how people exposed to roadside advertising perceive its impact. From previous studies, roadside advertising could be characterized as or categorized by some variables such as SSL and physical characteristics. In this study, we asked questions of variables to people passing by the roadside advertising installed in the area selected for this study through the questionnaire. This study shows that people have a relatively positive attitude toward roadside advertising, especially in the case of media interests, compared to other ooh media. People perceive scale impact of roadside-billboard advertising high. While scale and landmark impact have a positive impact on attitude toward ad, subliminal impact has a negative impact on attitude toward ad. When it comes to the physical characteristics, people perceive visibility variable high. Also, visibility and traffic congestion have a positive, significant effect on attitude toward advertising. People perceive the difference of Ad types and ad creative related variables, which means that creative can be a major determinant of advertising impact. The results of this study provides roadside-advertising can play a significant role as an effective advertising medium.

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